Think about new media users as one of three types: Influencers, Advocates & Enthusiasts–do you have a strategy to reach each of these??
Good heavens, no! We all hardly know about this stuff, let alone have THREE separate strategies to reach a market on JUST ONE TOOL!
These guys recommend we get a segmented strategy:
Article from Social Media Today
Beth’s ‘Who-What-How’
Judicious Web 